NEDBANK IDENTITY PROGRAMME
PROBLEM
Nedbank was seen as outdated and traditional and consumers felt an update was due. Nedbank needed to be seen as modern, unique, innovative, inclusive, approachable, wise and caring. A new business strategy demanded a new aligned positioning and brand strategy. Nedbank’s aim, to be the most admired financial services provider in Africa, means that they must be the most admired financial services brand in Africa.
INSIGHT
Money well managed can make a real difference in people’s lives. This lead to a new brand essence: ‘Money experts who do good’. Expressed with a new payoff line: ‘See money differently’. If we claim to see things differently, we can’t look or be the same as everyone else.
SOLUTION
Create a corporate identity that is modern enough to demonstrate a perceptual shift in outlook, whilst being responsible enough to keep what gives us the recognition of who we are, and where we have come from. We need to build a brand that is African, different, does good and is expert.
An African colour palette
A digital-first typeface
A VISUAL LANGUAGE THAT IS AFRICAN, DIFFERENT, DOES GOOD AND IS EXPERT.
To ensure we look different to any other financial services provider under the African sun, we combine our unique visual elements, such as point-of-view photography and our authentically African philosophy with our ownable elements such as our vibrant African colour palette and money patterns, to create a brand that is inclusive, modern and expert. We also credit the real story, the real people and the content creators from the continent.
Patterns are an integral part of traditional and contemporary African design. We have created a series of money patterns that are inspired by the rich and diverse designs found on African bank notes. The Nedbank money patterns are informed by the geometric shapes of the ‘N’ symbol and follow its exact angles. Being expert is not how you look, but what you do, that is why we developed a consistent and considered visual language.
African money patterns
CONSISTENT AND CONSIDERED.
We see Africa differently – our marketing collateral is proof of this. Today’s Africa is dynamic, chic and vibrant. Our visual language can be used in various combinations and resonates with our diverse, African audience. Africa is unique in its cultures and more exciting in its visual expression than stock imagery can portray. We want to move away from the stereotypical depiction of Africa and create the Africa we see by following an ‘against stock’ philosophy. We use real people, real stories and content creators across the continent.
Being a brand admired by Africans means having a visual language that is authentically African, different, does good and is expert. Comprehensive brand guidelines were developed to ensure the consistency across all brand touch-points, from advertising to digital, which will all be housed on the Nedbank Brand Engine, an on-line brand asset site. The careful consideration of these guides will strengthen our brand’s presence in the homes, businesses and streets of Africa.
A NEW LOOK TO BE AFRICA’S MOST ADMIRED FINANCIAL SERVICES PROVIDER BRAND.
